Posts Tagged ‘ bluetooth ’

8 mobile technologies to follow

Research firm Gartner sees an important role for the following 8 mobile technologies in the further development of the mobile market.

1. Bluetooth 3.0
Bluetooth 3.0 will be introduced this year but won’t be integrated into devices until 2010.  Advantages include the  ‘ultra-low-power mode’,  allowing sensors to use this technology.

2. Mobile user interface
Gartner expects manufacturers to differentiate from each other by building in user friendly interfaces.  But different interfaces won’t facilitate the development of mobile applications.

3. Location sensitive
Mobile applications can become more useful when they can ‘sense’ the location of the user.

4. 802.11n
This new wifi protocol will play an important role, delivering faster data transfer and better coverage.  New access points, new interfaces and new backbones will be necessary but the dream of the ‘all wireless office’ comes closer.

5. Display technology
New types of displays will arrive, both passive (e-Books) and active.

6. Mobile web & widgets
The mobile web and its widgets are a cheap way to allow certain applications on mobiledevices.

7. Mobile broadband networks
Mobile broadband will gain (even more) importance. HSPA can be an important add-on or even replacement of wifi hotspots.

8. Near field communication (NFC)
NFC allows mobile devices to communicate with other devices over a distance of a few centimeters.  This can allow services such as mobile payment, mobile vouchers and the exchange of pictures.

Coca-Cola uses Bluetooth for mobile campaign at Olympics

Coca-Cola launched a mobile marketing campaign at the Olympic games in Beijing, using Bluetooth technology to contact consumers.  The soft drink giant collaborated with Shangai-based advertising agency Pioco, who installed some 1500 hot spots in and around Olympic stadiums and surrounding areas.  All Bluetooth-enabled mobile phone users who entered the hot spots received a request to download an Olympic-themed Coke commercial.  Even though consumers didn’t receive an incentive to respond to this request, the campaign generated 880.489 downloads from Aug. 1–31.

Coca-Cola, an official sponsor of the 2008 Summer Games, employed various media for its Olympic marketing, including television, online and print. According to Steve Chao, co-founder and CEO of Pioco, “the goal was to open up an extra distribution channel for the Coke TV commercials targeting the young generations.” He added that, since most of the stadiums were built around schools, the hotspots enabled Coca-Cola to reach as many students as possible.  Bluetooth was chosen for the campaign in part because of its popularity among Chinese consumers. “China has a 35% Bluetooth penetration,” Chao said.
In addition, Bluetooth is user-friendly. It offers a faster transfer speed than many other mobile formats, giving marketers more options to design compelling content. And downloads don’t cost the consumer a dime.

Source: BtoB


Mobile Marketing in France

The French JourdnalDuNet has an interesting article on some Mobile Marketing strategies used in France.

Bluetooth Marketing
Bluetooth technology can be used for Interactive Marketing.
For example, you walk in the airport, you see advertising of Brand X and at the same time you receive a Bluetooth request on your mobile, asking you to send more info about Brand X. Since Bluetooth is a broadband medium, it allows to send rich media, such as pictures or even a video. This means it holds a lot of marketing possibilities. On the other hand, Bluetooth is very intrusive so many consumers will not like the idea. On top of that, not all handsets are compatible and even if they are, the Bluetooth function must be activated.

Bluetooth Marketing

2D Flashcode
The Flashcode is a 2D barcode that can be read by the mobile phone. The information that is encrypted in the Flashcode can be used to give access to external info, for example a Mobile Internet site. The problem with Flashcodes is that there’s not a standard norm yet. So several norms are being used at the moment and the readers to decode the Flashcode are not compatible with all of these. Not all mobile phones are capable of reading Flashcode either.


Image recognition
Comparable to the Flashcode, but here it’s an external image that serves as 2D object. Basically, you take a picture of an image (advertising) with your mobile, you send it by MMS and you get a reply, containing a message or a link to a mobile site. Of course, this only works if you have a phone that is equipped with a camera and is compatible with MMS. Since the consumer has to pay to send the MMS, this marketing model only works if there’s an added value for the consumer.

Image recognition

For more details, read the JournalDuNet article here.

Bluetooth Marketing

Our multifunctional mobile phones allow us multiple sorts of communication these days. We call, we send sms text messages, we share photo messages by mms, we surf the mobile internet,… And it won’t surprise anyone when other types are still added to that spectrum. One of those relatively new types is Bluetooth communication.

A third of Belgian mobile phones supports Bluetooth, which is already an interesting amount (read: a valid marketing target group). Marketeers are already considering the possible opportunities and thereby challenging the boundaries of this Bluetooth marketing.

Imagine strolling down the hallway of a shopping mall, where you pass a clothing store and you receive by Bluetooth a promotion coupon for that very same store. Or a small advertising video, enticing you to come in and have a look at their collection. Convenient or intruding?
To prevent privacy issues, the advertiser should always ask the permission of the consumer before sending him anything by Bluetooth. But as with many new communication technologies, there’s still a grey zone for what is allowed and what isn’t.

Meanwhile the first experiments have started. In a recent campaign, mobile operator Mobistar established a Bluetooth connection to people at certain bus stops in 8 Belgian cities. The consumers were asked if they wanted to receive a ring tone by Bluetooth. If they approved, the ring tone was immediately send to their mobile. Mobistar says it was a successful first Bluetooth campaign.

Earlier this month, the city council of Lokeren announced a Bluetooth project, in collaboration with the company Bluetalk. Everyone who walks in the neighbourhood of the city hall gets the option to receive information by Bluetooth, ranging from the weather forecast to trailers of cultural activities or practical information of the city. This project called Blue Town starts May 1st.

Bluetooth offers some interesting mobile marketing opportunities, to say the least. But privacy aspects must be considered and legislation will have to follow soon. Another issue is the security, because the consumer needs to be sure that by allowing the Bluetooth connection, he’s not receiving any virus containing application on his mobile device. And finally, consumers still need to grow more familiar with this technologie before it can successfully be adopted as a full marketing tool.

Bluetooth Marketing